SPORTSBUSINESS JOURNAL reports Sports Illustr…

SPORTSBUSINESS JOURNAL reports Sports Illustrated has launched a $1M "rebranding campaign designed largely to persuade advertisers that [the publication] has adapted to today’s more varied and less print-centric media landscape."

In the next four to six months, magazine executives will "virtually eliminate the magazine’s full name from all sales pitches and collateral material and replace it with the widely used ‘SI’ acronym."

Sports Illustrated hopes advertisers will look at the magazine "not as a separate print entity but as the centerpiece of a multimedia brand."

Sports Illustrated Publisher Dave Morris: "We want to evolve what is known as a magazine brand into a sports-media brand."

Isn’t that what the failed CNN/SI venture was about?